84 Lumber’s Provocative Super Bowl Ad Caused Its Website to Crash

Spot about immigration gets big buzz from the Big Game

In one of the Super Bowl LI’s more interesting advertising entries, 84 Lumber wasn’t afraid to push buttons about President Trump’s immigration policies with its ad. The move garnered attention on Twitter and obviously drove traffic to its dedicated microsite, which crashed almost immediately and, at press time, was still down.

The site, Journey84.com, invited viewers to continue the spot as a short film. It’s an immigration-themed storyline that involves a mother and daughter’s journey to legal status in the U.S.

It’s unfortunate for the brand that not all of the referral web traffic is being realized, as 84 Lumber spent millions of dollars on the spot and Fox Super Bowl inventory. Though the buzz around the provocative ad will likely endure for days, 84 Lumber, a small Pennsylvania-based company, has generated big buzz from this Super Bowl, indeed.